It's free, but why don't you take a cancer examination? Using a Technology Adoption Model to promote mammography

• Main Authors: Hui-Shan Peng, 彭慧珊
• Other Authors: Hsin-Min Hung
• Format: Others
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/42168305301052714256

碩士 === 國立東華大學 === 企業管理學系 === 103 === Breast cancer in Taiwan has been increasing in recent years. In order to reduce breast cancer mortality, Bureau of Health Promotion aggressively promotes breast cancer examination to detect and treat cancer at early stage. However, the performance is not significant. This research attempts to identify factors which influence women's attitude of conducting breast cancer examination and improve low rate of cancer examination. We first review literature and find that self-efficacy, personal innovativeness and media richness are three critical factors influencing users’ acceptance of new technologies in cancer examination; users accept/adopt a new technologies because technologies can be perceived their usefulness (PU) and ease-of-use (PEOU). Secondly, we develop hypotheses among the three factors and two dimensions of users’ acceptances (PU and PEOU). PU and PEOU explain the users’ attitude and behavior of adoption of technology (mammography at breast cancer examination). Thirdly, we use questionnaires to collect data from 271 effective patients/respondents of gynecology department on Taiwan eastern Medical Center to test our hypotheses. Fourthly, we use structural equation model (SEM) tools to analyze data and find following results: 1.Perceived usefulness and perceived ease-of-use have significant and positive effects on users’ attitude; 2.Attitude has a significant and positive effect on behavioral intention; 3.Self-efficacy, personal innovativeness and media richness have significant and positive effects on perceived usefulness and perceived ease-of-use. Fifthly, theoretical and managerial implications are discussed. Finally, we conclude that self-efficacy, personal innovativeness and media richness are critical factors to improve users’ acceptance of mammography. Increasing media richness (make users easily understand examination result) is the most critical way to improve users’ acceptance; increasing self-efficacy is the second one; increasing personal innovativeness is the third one. Key word：TAM、self-efficacy、personal innovativeness、media richness、mammography